CHALLENGE // By early 2021, the restaurant industry had been devastated by the pandemic. While restaurants depended on third party delivery services like Grubhub more than ever, the media blamed these services for exacerbating the challenges restaurants faced. Restaurants were hurting financially and concerned with the commissions they were paying.
Meanwhile Grubhub’s product team had created Grubhub Direct, an entirely new tool that gave restaurants exactly what they needed—powerful technology, direct connection to their customers and no commissions or fees. It just needed a launch campaign.
SOLUTION // We set the record straight with a bold new approach. As a marketplace technology, Grubhub has a variety of clients and audiences. But we prioritized one above the rest, and proudly told the world—We Serve Restaurants.
We worked with AOR 72andSunny to develop an anthem TV spot targeted to consumers. And our in-house creative team made the B2B launch campaign for Direct. It wasn’t just a new product, it was proof of our commitment to serve restaurants.
MY ROLE // TV: Client-side creative direction. Grubhub Direct: Brand-side creative direction, strategy and copywriting.
